J.C. Penney Bulks Up on Baubles with the Bijoux Bar


J.C. Penney is reinventing its look by thinking outside of the box, literally, with the addition of The Bijoux Bar, Women's Wear Dailyis reporting. The retailer tapped jewelry designers like Kenneth Jay Lane, Lana Bramlette, and Kara Ross, who sell in Bergdorf Goodman and Bloomingdales, to create secondary lines for J.C. Penney's newly formatted fine jewelry department.

“This is really better fashion jewelry,” said Pam Mortensen, senior vice president and general merchandise manager of fine and fashion jewelry. “Some people will call it a bridge. We think The Bijoux Bar will attract a new customer and resonate with current customers. The customer has been in our store but going to other places to buy this product.”

In an effort not to alienate its customers prior to all of the changes, Penney's will revert back to its old way of staging sales, offering coupons and “high-low” pricing where the price is marked up only to be marked down. “It's almost like 'back to the future,'” said Craig Johnson, president of Customer Growth Partners.

The newly curated department will debut in about 65 stores and on JCP.com starting April 28th, joining Joe Fresh and future exclusive lines from Jonathan Alder, Terence Conran, Bodum, and Michael Graves.